10 000 fans, kundeservice i sosiale medier b2b

10 000 FANSÅ SNAKKE MED KUNDENE SINE I SOSIALE MEDIER

2

Erik EskedalDigital Communication Manager

www.erikeskedal.com

@Eskedal

http://www.slideshare.net/eskedal

http://www.youtube.com/user/eeskedal

http://www.flickr.com/photos/eskedal

http://no.linkedin.com/in/eskedal

•10 000 fans hva skal man med det? Tele2 kundeservice i sosiale medier

•Kundeservice og B2B i sosiale medier

«IT´S NOT BUSINESSIT´S PERSONAL»

SOCIAL MEDIA

STRATEGY

WEBSTRATEGY

BUSINESSSTRATEGY

PRODUCTDEVELOPMENT

COMMUNICATIONSTRATEGY

FREMGANGSMÅTE

• FORBEDRE OG UTVIDE VÅR TILSTEDEVÆRELSE PÅ WEB

• ENGASJERE VÅRE MÅLGRUPPER DER DE ER

• STYRKE EKSISTERENDE AKTIVITETER

MONITORERE MÅLE

SETTE AGENDA

INNVOLVERE

SOSIALE MEDIE STRATEGI

REAGERE

DELTA

9

THE GUIDELINES

PROSESSEN

• STRATEGI OG KONSEPT

•MOTIVASJON AV INTERNE INTERESSENTER

•DET KREATIVE KONSEPTET

• PRODUKSJON

TING SOM SKULLE BESVARES

• HVORFOR ER FACEBOOK VIKTIG FOR TELE2?

• HVA KAN FACEBOOK GJØRE BEDRE ENN EKSISTERENDE KANALER?

• HVA KAN FACEBOOK GJØRE SOM VI IKKE GJØR I DAG?

• HVA ER VÅR AMBISJON

• HVORFOR SKAL FOLK «LIKE» VÅR FACEBOOK SIDE?

HUNTING

HVORDAN GIKK DET

• 4 DEDIKERTE RESSURSER PÅ KUNDESENTERET

• 10 000 FANS PÅ 6 MÅNEDER

• STOR TRAFIKK PÅ VEGGEN

• ALLE HENVENDELSER BESVART INNEN EN TIME

• HØYERE NPS

• REDUSERT TRAFIKK PÅ MAIL OG TELEFON

KUNDESERVICE

• VÆR EKTE

• ÅPENHET

• ENGASJEMENT

B2B VS. B2C

•MENNESKER HANDLER AV MENNESKER

•DET HANDLER OM KOMMUNIKASJON DER KUNDEN DIN ER.

• VÆR TILGJENGELIG

• RASK RESPONS

• KUNDE HJELPER KUNDE

AKTUELLE ARENAER

• FACEBOOK?

• TWITTER?

• LINKEDIN

• GOOGLE+

•DISKUSJONSFORUM?

• COMMUNITY?

HVOR ER KUNDENE DINE?HVOR VIL DE SNAKKE MED DEG?

HVOR VIL DE SNAKKE MED HVERANDRE?

KONFEDENSIALITET?KAN KUNDENE DINE SNAKKE ÅPENT?

5 MÅTER Å VITE OM DINE CSR ER KLAR FOR SOSIALE MEDIER

•DE BRUKER SOSIALE MEDIER AKTIVT SELV

•DE KAN SKRIVE KORT OG GODT

•DE KAN PRODUKTENE GODT, OG SELSKAPET

•DE FORSTÅR KUNDEN OG HVORDAN KUNDER OPPFATTER DEM

•DE VET DE ER ANSIKTET UTAD

FALLGRUBER

• FORSTÅELSE

•OPPLÆRING

• Å MØTE DEM

• PROMOTERING

•OPPFØLGING

7

PART I: CUSTOMER INTIMACY ON STEROIDS

A 2010 survey for the Business Marketing Association of 413 B2B companies in the U.S. found that monitoring customers’ changing preferences and needs was one of their top five marketing challenges.87

In many B2B sectors, senior managers are confronted with unprecedented complexity – strategic, operational, legal, people, competitive and other issues. It probably goes without saying that numerous industries are fighting for survival, particularly those whose products can be digitized and distributed far more e!ciently over the Internet: newspaper, magazine and book publishers; music companies and music retailers; and others. Growing operational complexities hamper nearly every industry, even those that are thriving. Retailers, for example, are increasingly adopting business analytics

8 Business Marketing Association. Growth Team Membership™ Americas 2010 Marketing Priorities Survey. Study was conducted by the research firm Frost & Sullivan.

software to find the weak points in their far-flung operations – e.g., stores where inventory is stacking up or (conversely) is unavailable; merchandise and cash are “leaking” (i.e., being stu"ed in customers’ and employees’ pockets); and employee turnover and customer complaints are above the norm. The more that a retailer depends on such software to fix big operational problems, the more its success hinges on its software suppliers’ helping it beneficially use their technologies. As a consequence, customers of companies like SAS (analytics software) and SAP (enterprise resource planning software) now vitally depend on their technology. They increasingly lean on their technology suppliers to put them in touch with other customers that have solved the operational problems their technologies address. This is why user group meetings have become hugely popular in the IT industry. However, user group meetings – like the market research that B2B firms conduct – happen too infrequently for many IT

THE LIMITATIONS OF TODAY’S CUSTOMER INTERACTIONS PROGRAMS

FORCES OF CHANGE LIMITATIONS OF CUSTOMER RELATIONSHIP TECHNIQUES

UNDERSTANDING Customer needs change more frequently and increasing numbers of new competitors crop up to meet them

Traditional B2B market research is too episodic and lacks depth

Syndicated studies designed for numerous companies don’t answer one firm’s unique information needs

EDUCATING Rising complexity for customers Publications that share customer experiences are published too infrequently and don’t extensively tap customers’ experiences (because the publishing model precludes customers from conversing directly with other customers)

MEETING Customer needs changing more frequently

Trade shows, seminars, and user group meetings happen too infrequently, resulting in no ongoing dialogue between customers and marketing, product development, etc., except in the sales and customer service functions

PROMOTING Customer needs are more complex

Corporate websites have become more informative, but they’re still a one-way communication channel. They aren’t set up to promote dialogue on the site between a company and its potential customers, much less to allow present and potential customers to interact with one another.

SUPPORTING Customers need to tap more than the expertise of their B2B suppliers; they need to access the experience of other customers that have adopted their suppliers’ solutions

Traditional call center and self-service websites provide few (if any) ways for customers to learn from the experiences of other customers. Conversations are two-ways: between the supplier and the customer.

Kilde: Leader Networks & The Bloomberg Group

COMMUNITIES

HVORFOR COMMUNITIES• Gi kunden mer verdi for produktene sine - reduser

kompleksitet

• Produkt forbedringer - for deg og for kunden

• Utvikling

• Redusere kost pr salg - kunde hjelper kunde

• Effektiv markedføring og salg - mersalg

• Kontroll på varepraten

OPPSUMMERT

• Hvor er kundene

• Hvordan engasjere

• Hva vil de snakke om

• Hvor vil de snakke med deg om det?

• VÆR DER OG GI DEM MULIGHET FOR DIALOG - MED DEG OG HVERANDRE